FashionChina159学术交流|AcademicExchange服装产业环境污染对消费者生态消费意愿的影响刘思雨安妮第一作者：刘思雨,西南大学蚕桑纺织与生物质科学学院。研究方向：服装与服饰设计。通讯作者：安妮,重庆市生物质纤维材料与现代纺织工程技术研究中心,西南大学蚕桑纺织与生物质科学学院,副教授。研究方向：服装品牌营销与传播。摘要：服装产业环境污染问题愈发严重,服装污染的严峻性使生态消费行为备受关注。但即使在环境污染信息盛行的当下,多数消费者通过社交平台、主流媒体获取的环境污染信息认知宽度仍较窄、认知深度仍较浅。结合环境认知、负面偏好理论,观察并分析接受环境污染图片的负面刺激前后消费者的生态消费意愿变化,为服装企业提出可以整合多种传播内容、创新传播渠道以及通过强化生态价值、道德内涵从而督促生态消费行为发生的传播之道。关键词：环境污染;负面刺激;生态消费;认知;传播中图分类号：F426.81文献标识码：A文章编号：1009-6256（2023）02-0159-06InfluenceofNegativeStimulationofEnvironmentalPollutioninClothingIndustryonConsumers'EcologicalConsumptionIntentionLiuSiyu,AnNiAbstract：Theproblemofenvironmentalpollutionintheapparelindustryisbecomingmoreandmoreserious,andtheseriousnessofapparelpollutionhasdrawnattentiontoeco-consumptionbehaviour.However,evenatatimewhenenvironmentalpollutioninformationisprevalent,thewidthanddepthofenvironmentalpollutioninformationthatmostconsumersobtainthroughsocialmediaplatformsandmainstreammediaarestillrelativelynarrow.Bycombiningenvironmentalcognitionandnegativepreferencetheories,weobserveandanalysethechangesinconsumers'eco-consumptionintentionsbeforeandafterreceivingnegativestimulifromenvironmentalpollutionimages,andproposewaysforclothingcompaniestointegratevariouscommunicationcontents,innovatecommunicationchannelsandurgeeco-consumptionbehaviourbystrengtheningecologicalvaluesandmoralconnotations.Keywords:Environmentpollution;Negativestimulation;Ecologicalconsumption;Cognition;CommunicationCLCNumber:F426.81DocumentCode:AArticlenumber:1009-6256（2023）02-0159-06160FashionChina学术交流|AcademicExchange服装产业对生态环境造成的危害因为快时尚产业的快速发展而备受关注,服饰产品从原料种植开始...
